Kim Kardashian’s go-to makeup artist and beauty influencer Mario Dedivanovic is the newest member of the Laura Mercier Makeup Artist Collective group. Dedivanovic, who gained social media fame through his work with Kardashian — which led into building a viral 12-shade Anastasia Beverly Hills eyeshadow palette and a global Master Class series — was handpicked by Mercier.
In an interview with WWD, Alexandra Papazian, general manager of Laura Mercier, said Dedivanovic’s 3.4 million Instagram followers will create opportunity for the makeup line and build brand awareness among a whole new set of consumers.
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“It’s this idea of bringing the brand through the lens of different artists [while] really speaking to the overall Laura Mercier philosophy and her vision of makeup artistry,” Papazian said, noting that Mercier herself chose each makeup artist in the group. “[Dedivanovic is] bringing a lot of excitement to the world of makeup artistry, and that’s not just through social media. It’s a very powerful tool…his social media following is impressive and an interesting platform for the brand, but what I found interesting is the whole concept of his passion for education.”
The artist, who told WWD that he’s excited for “a new look” and is consciously trying to move on from “so much of the heavily contoured and powdered looks,” announced his new partnership on Instagram with a picture of him alongside Mercier on the set of a previous campaign. “For the first time in 20 years, Laura has invited another artist to create the look for her brand’s campaign,” Dedivanovic wrote. “Since the beginning of my career, Laura has been an inspiration to me as an artist. Her incredible talent and taste is truly reflected in her products. It’s exciting for me to partner with a brand that was created by an artist who values my passion for education and teaching.”
With icon Laura Mercier on set of her fall 2017 campaign. For the first time in 20 years, Laura has invited another artist —-♂️–to create the look for her brands campaign. I’m honored that she personally asked me to do this and I’m so thrilled to be partnering with @lauramercier. Since the beginning of my career, Laura has been an inspiration to me as an artist. Her incredible talent and taste is truly reflected in her products. It’s exciting for me to partner with a brand that was created by an artist who values my passion for education and teaching. See my IG stories for my interview with WWD to see what we’ll be up to– #LMArtistCollective #workingwithlauramercier
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